Sociocultural Approach to Behavior

Principles of Sociocultural LoA Since humans are social animals, we have the basic need to “belong” & connect with others Social & Cultural groups influences behavior Since humans are social animals, we have a social self Not only do we have an individual identity, but also a collective/social identity People’s views of the world are resistant to change (ideological immunity)

Cultural Influences on individual attitudes, identities & behaviors culture & cultural norms

Questions of Inquiry What determines your beliefs, behaviors, & attitudes? Who determines cultural & social norms?

Origins & definitions of “Culture” What we refer to when we talk about behaviors, attitudes, & identities that are common among a group of people who claim some form of unity with each other Universally recognized & effects us personally Because we have the need to belong (principle 1) we form social groups… Protection Survive a given environment Matsumoto (2007) states, “Culture is a solution to the problem of how to survive given the problems in the environment the physical & social needs that must be addressed & the tools available.” The response of a group of people to their environment & this is why so many cultures exist More distinct environments will have more distinct cultures

Difference in Cultures Since people were responding to different environments, resources & social makeups such as sizes of families & communities, different cultures evolved Globalization: the development of an increasingly integrated global economy marked especially by free trade, free flow of capital, and the tapping of cheaper foreign labor markets Due to this, more cultures have become more interconnected & interrelated Sometimes misunderstanding can lead to conflict

Definitions of Culture Matsumoto (2004)…128 different definitions of culture 2007: unique meaning & information system, shared by a group & transmitted across generations, that allows the group to: Meet basic needs for survival Coordinate socially to achieve visible existence Transmit social behavior Pursue happiness & well-being Derive meaning to life Hofstede, n.d.: “collective programming of the mind distinguishing the members of one group or category of people from another.” Guides groups of people in their daily interactions and distinguishes them from other groups of people

More “definitions” of Culture Lonner (1995): “common rules that regulate interactions and behavior in a group as well as a number of shared values and attitudes in the group.” Hofstede (2002): “mental software”… “cultural schemas that have been internalized so that they influence thinking, emotions, and behavior.” Shared among groups Learned through daily interactions and by feedback from members of the group

Surface vs. Deep Culture “Surface culture” (visible): eating habits, clothing, rituals, communication, etc. “Deep culture” (cultural manifestations): beliefs, attitudes, values, etc. Kuschel (2004) Ask questions on how specific factors in culture relate to behaviors such as initiation rites, honor killing, etc. Argues that if culture is used as an explanation of behavior, it can lead to circular arguments and generalizations Culture is vague and includes many variables, it should not be used as an explanation in itself Visible Behaviors Artifacts Norms Assumptions Beliefs values Invisible

Culture vs. Cultural Norms Culture (the purpose) Cultural Norms (how to achieve the purpose) Generic term given to the use of certain tools, practices & beliefs that groups use to survive and thrive in their environment A response by a group of people to the challenges of environmental context for the survival of a group of people The unique set of attitudes, beliefs, and behaviors specific to a particular culture; dependent on different context, certain expectations are appropriate or inappropriate Who will decide who will marry whom? How much personal space is normal? What is more important, the needs of an individual or the needs of the group? Are there specific gender roles? What are they? Who determines them? Culture & cultural norms are in a bidirectional relationship with the individuals who make up particular cultural groups; cultures & their norms grow out of the behavior of individuals, but individuals’ behavior is shaped by culture & norms

Cultural transmission & Enculturation Theory of learning whereby individuals acquires significant amount of information by interacting with each other within their culture Cultures are dynamic and change over time to adjust to the changing demands of the environment Tend to stay stable as generations come and go Continuity is important for survival of cultures Attitudes, beliefs and behaviors are passed down from one generation to the next The process in which Individuals learn their culture Observation, personal experiences, formal instruction Learning rituals & traditions help cultures function successfully amongst themselves

Gatekeeper Theory (Kurt Lewin, 1943) psychology & communication theory that explains who controls access to information & ideas in a social group Politicians Religious/spiritual leaders News editors Teachers/university professors Through a filtration process, these people decide what information is unwanted, controversial, corrupting, or otherwise harmful to society and remove that information from circulation Usually starts in the home with parent/caregivers deciding/controlling which messages children need and which should be avoided Clearly bias will play a large role in what information will be shared…be careful… Generalizationsstereotypes discrimination

Culture of Honor Exists in societies where individuals (normally males) place a high value on strength and social reputation and where any insult to someone’s reputation, family, or property is met with a violent response Southern USA, inner-city neighborhoods in major US cities, parts of the Middle East, India, & Pakistan What is “honored” varies from culture to culture Female Chasity Reputation possessions What they are share: Violent (or threat of violence) response to perceived insults or challenges Formed in areas without a clear authority or rule of law Protecting yourself, possessions, , & your family Children exposed to adults responding to threats with violence along with “positive reinforcements” become socialized to engage in this behavior “Are you going to let him talk to you that way?” “Are you going to sit there and let him insult you that way? Be a man!”

Acculturation The process of psychological and cultural change as a result of contact and interaction between cultures (Berry, 2005) Changes to all (or both) cultures, not only the non-dominant culture Has been a topic of conversation due to diverse cultures living side by side with some having highly incompatible attitudes, beliefs, and behaviors

Cultural Origins of behavior & Cognition Cultural Dimensions

Questions of Inquiry How does culture influence behavior? Are cultures comparable?

Cross-Cultural Analysis Emic Etic Understanding culture from within Focuses on one culture & looks at culturally specific behaviors Emphasizes uniqueness of cultures Margaret Mead’s 1930s research Tchambuli, Mundugumor, Arapesh (Developmental Psych) Understanding culture from an outside perspective Compares cultural/psychological theories across cultures Looking for universal behaviors

Cultural Dimensions of Behavior A culture’s perspective on values and norms. Hoefstede (1973): Multinational IBM employees answered a survey about morale in the workplace Content analysis of responses, looking at key differences submitted by different ethnicities The trends he noticed among the 40 most represented countries were called “dimensions” (Research used a total of 70 countries) Help facilitate communication between cultures Handshake in America vs. Middle Eastern countries during negotiations mean different things

Schwartz’s Theory of Basic Values (2006) An extension of Hofstedes dimensions 10 basic values and their overarching higher-order groups

Openness to change Self-direction: independent thought and action: choosing, creating, exploring Stimulation: excitement, novelty, and challenge in life Self-enhancement Hedonism: pleasure & sensuous gratification for oneself Achievement: personal success through demonstrating competence according to social standards Power: social status & prestige, control or dominance over people and resources Conservation Security: safety, harmony, and stability of society, or relationships, & of self Conformity: restraint of actions, inclinations, and impulses likely to upset or harm others and violate social expectations and norms Tradition: respect, commitment, and acceptance of the customs and ideas that traditional culture or religion provide the self Self-transcendence Benevolence: preserving and enhancing the welfare of those with whom one is in the frequent personal contact (the ingroup) Universalism: understanding, appreciation, tolerance and protection for the welfare of all people and for nature